Have you used Google Trends before? This free tool from Google shows you what’s trending on the search engine. It can provide an interesting glimpse into what’s top-of-mind for consumers around the world or in your state.

Obviously, Coronavirus is a big topic in the world, and that translates to search engines. Millions of people are searching for information, resources, and more about the virus, including how many cases exist, how to protect themselves and their families, and how it’s impacting travel.

Google Trends has a whole feature on the types of searches consumers are performing around Coronavirus, which can be a huge resource for businesses and brands where it would make sense to feature content around those questions — like a hospital or a cleaning company.

Screenshot of coronavirus Google Trends.

But how can you use Google Trends in your content strategy, especially for a topic that isn’t at the forefront of consumers’ minds like Coronavirus?

Let’s explore.

1. Start by Exploring Broad Topics

Think about the keywords or topics that are important to your business. For this example, let’s use a home plumbing business, and let’s start broad.

2. Narrow the Search to Your Area

I might first search “plumbing” and then narrow it to my country, U.S., and my state, Texas. I see that interest in plumbing is pretty consistent on search engines.

Screenshot of plumbing search interest on Google Trends.

3. See Where this Term is Generating the Most Interest

I can then look at the metros where this search term appears the most — this will help me determine competition and whether or not I’m in a saturated area.

Let’s say I’m in the Abilene area where this search term is pretty popular. This would let me know that this specific keyword might be difficult to show up in search engines because there is a high volume of interest. I might want to look for a more specific keyword or topic to build my content around.

Screenshot of Google trends by metro.

4. Look at Related Queries

I can then look at related queries to see what else people are searching for. You can look at this by rising, meaning topics that are popular now, or top, meaning they’re consistently popular as well.

Related queries on Google Trends

5. Choose a Term for Your Content

I’ll go with rising so I can proactively create content for a topic that may become more popular, and I’ll choose “1st call plumbing” as my topic.

In just five steps, you’ve possibly discovered a new topic to create content around that will hopefully resonate with your audience and become more of a resource for them. You can try these steps with multiple topics and see what connects with your unique audience.

We know that content is a great way to build a connection with your customers and prospects while showcasing your expertise. If you’d like some help with your content marketing strategy, give us a call today.

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